Italy’s wine renaissance has become undeniable in recent years. It is not only one of the world’s leading wine producers, it’s also a popular destination for wine tourism enthusiasts who come from all over the globe to immerse themselves in the history, traditions, and unique flavours that only the Bel Paese can offer.
This wine renaissance is not only taking place in famous cellars and vineyards; it has also extended to unusual places, allowing wine to become the protagonist in ways that were once difficult to imagine.
Italy’s wine renaissance: from top restaurants to airports
Italian wine has found new spaces in which to demonstrate its appeal, further enriching visitor experience in the process. From Michelin star restaurants offering menus with paired local wines, to small wine museums hidden in villages, wine is everywhere. Its renaissance is visible even in Italy’s airports, where travellers are welcomed to the country and access to local wine treasures is facilitated. In major transport hubs such as Rome airport, Milan airport and those in Venice and Florence, travellers can explore spaces dedicated to typical products, including wines from neighbouring regions.
Through these initiatives, Italian wines are being showcased in a manner that allows the travel experience to be prolonged until the very last moment. And that’s not all.
Thanks to services recently implemented at some airports in Italy, travellers can now choose their wine online or via an app, picking it up just before boarding. It’s a solution that is simple, convenient and – above all – saves time for visitors exploring a new city for the first time. In a way, the airport has become a ‘back door’ for Italian wine, giving travellers the chance to take a piece of Italy with them even after departure.
Unique experiences: vineyard to table
Every region – from Tuscany to Piedmont and Sicily to Veneto – possesses an oenological wealth capable of telling the story of its territory and the people who inhabit it. Wine itineraries, once limited to simple visits and tastings, have turned into true immersive experiences, allowing visitors to explore behind the scenes of wine production and understand how soil, climate and local traditions shape every single bottle.
In fact, Italian wineries are increasingly equipped to offer customised experiences, with guided tours that include meticulously planned tastings and food and wine pairings. Walking among vineyards, talking to producers, and learning about long-standing winemaking techniques turns the Italian wine experience into an unforgettable moment that leaves a strong impression on those who experience it.
If it’s Italian food that you’re interested in, don’t miss our culinary guide to Friuli Venezia Giulia.
Wine as a souvenir
For many tourists, wine has become a perfect souvenir. Choosing a bottle at the airport can seal the travel experience, offering visitors an immediate reminder of the flavours and emotions they experienced in Italian hills and vineyards. In a way, it is like taking home a piece of the country; a tangible souvenir that can be shared with family and friends, or enjoyed alone to relive the moments spent in Italy.
Italian airports have grasped the importance of this dynamic, adapting to the needs of tourists and providing safe packaging for air travel. Thanks to this, buying wine last minute has become a simple and practical decision, encouraged by the security of being able to transport it without damage. This focus on customer experience has made the transition from the vineyard to the home much easier, further contributing to the success of wine tourism in Italy.
Some of the best vineyards in Italy are located in Umbria’s Tiber Valley. Here’s everything you need to know about the fascinating towns of Todi, Orvieto and Amelia.
An economic boost for the region
Wine tourism not only presents new opportunities for visitors, but also provides an important boost to the local economy. Italian wine cellars and vineyards attract a constant flow of tourists, creating jobs and enhancing local production. Moreover, direct sales to tourists allow producers to increase the value of their products, keeping traditions alive and ensuring economic growth that benefits local communities.
- Recommended reading: the most beautiful villages in Abruzzo
A new chapter for Italian wine
This new synergy between territories, wineries and unusual places like airports represents a unique opportunity for Italian wine to expand its presence in the world, giving visitors an authentic taste of Italy even as they are about to leave it.
If that isn’t an invitation to return and rediscover those unique flavours and sensations that only Italian wine can convey, we don’t know what is.
More on Italy
To find out more about Italy, check out our range of regional Italian guides:
